The article aims to show marketing research results regarding Wroclaw's dance schools' clients and to give some proposals how the institutions should act in the future. There is given a range of information about clients - such as sex, age, education, professional status, earnings, dance activities participation duration, motivations and preferences concerning dance classes. There is created a hypothetical statistical client profile and on this basis there are given conclusions, useful for the dance schools, so that the offers and advertising would include more customer-desired features. These are, among others, dance classes for men, senior activities offer, single activities offer, witty slogans, group belonging expression by dancing, loyalty programmes, relaxation and fun providing.